"Influenceri" - taktika odnosa s javnošću ili marketinga

Pavić, Sabina

master's thesis

"Influenceri" - taktika odnosa s javnošću ili marketinga

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. urn:nbn:hr:251:451662

Pavić, Sabina

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Pavić, S. (2020). "Influenceri" - taktika odnosa s javnošću ili marketinga (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:451662

MLA 8th Edition

Pavić, Sabina. ""Influenceri" - taktika odnosa s javnošću ili marketinga." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:251:451662

Chicago 17th Edition

Harvard

Pavić, S. (2020). '"Influenceri" - taktika odnosa s javnošću ili marketinga', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:251:451662

Vancouver

Pavić S. "Influenceri" - taktika odnosa s javnošću ili marketinga [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2020 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:251:451662

IEEE

S. Pavić, ""Influenceri" - taktika odnosa s javnošću ili marketinga", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:251:451662

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:451662

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Metadata

Title	"Influenceri" - taktika odnosa s javnošću ili marketinga
Title (english)	"Influencers" - tactics of public relations or marketing
Author	Sabina Pavić
Mentor	Marina Đukić (mentor)
Committee member	Tatjana Ileš (predsjednik povjerenstva)
Committee member	Marina Đukić (član povjerenstva)
Committee member	Luka Alebić (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2020-09-14, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Information and Communication Sciences
Abstract	Ovaj diplomski rad proučava fenomen „influencera“ kao osoba koje utječu ili mijenjaju ponašanje, stavove i razmišljanja drugih i to najčešće putem društvenih medija. Budući da u zadnje vrijeme mnoge tvrtke i brendovi koriste upravo „influencere“ u svojim oglašivačkim i promotivnim aktivnostima kako bi dosegnuli ciljanu publiku, glavni cilj je ovoga rada istražiti pripada li taktika „influencera“ području odnosa s javnošću ili marketinga. Zadaća rada je pomoću zakonitosti obje discipline odrediti kada se „influenceri“ koriste kao taktika marketinga koji se smatra plaćenim oblikom oglašavanja, te s druge strane odnosa s javnošću kao publiciteta koji se ne plaća. Proučavajući dostupnu literaturu i analizirajući primjere iz stvarnog života, kao glavni razlikovni element uočen je sponzorirani sadržaj kao način komercijalne suradnje između brenda i „influencera“. No nedostatak zakonskih i etičkih temelja u našoj zemlji dovodi do prakse gdje veliki broj „influencera“ na društvenim mrežama ne navodi kada se radi o sponzoriranom sadržaju, a u takvom slučaju možemo reći da se radi o prikrivenom oglašavanju, što pak može dovesti do lošeg utjecaja na potrošače.
Abstract (english)	This thesis examines the phenomenon of "influencers" as people who influence or change the behaviour, attitudes and thinking of others, most often through social media. Since many companies and brands have recently used "influencers" in their advertising and promotional activities to reach the target audience, the main goal of this paper is to investigate whether the influencer's tactics belong to the field of public relations or marketing. The task of the paper is to use the legality of both disciplines to determine when "influencers" are used as a marketing tactic that is considered a paid form of advertising, and on the other hand public relations as unpaid publicity. Studying the available literature and analysing real-life examples, the main distinguishing element was the sponsored content as a way of commercial cooperation between the brand and the "influencer". However, the lack of legal and ethical foundations in our country leads to a practice where a large number of "influencers" on social networks do not state when it comes to sponsored content, and in this case we can say that it is product placement, which can lead to bad influence on consumers.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:451662
Study programme	Title: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science Course: Media Culture Study programme type: university Study level: graduate Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2020-09-24 10:36:51

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